Data collection, Adobe, Microsoft, Retail Solutions

Today, Adobe and Microsoft Corp. announced a strategic partnership that will offer customers a suite of services that aim to engage consumers and collect pertinent data to inform business practices. The pairing will upgrade current systems resulting in a cross-channel experiences and campaign execution using Adobe Experience Cloud and Microsoft Azure, Dynamics 365 and Power BI.

The alignment is set to consolidate language used in marketing, sales and services data needed to present a unified digital experience at scale. “Today’s customers have high standards when it comes to brand interactions. Enterprise companies must deliver exceptional experiences at scale or risk losing customers to competitors,” Abhay Parasnis, executive vice president and chief technology officer at Adobe, said in a statement. “Bringing together Adobe’s and Microsoft’s sales, marketing and customer intelligence solutions enables brands to better understand and engage with their customers across all touch points.”

The services stand to elevate customers’ insights into consumer behavior in order to refine and introduce purposeful and comprehensive strategies. The integration of Adobe Campaign and Microsoft Dynamics 365 will provide users a streamlined perspective into shopping patterns across platforms that will enable marketers to develop personalized experiences. What’s more, customers of the services will be able to track the strength of a campaign across platforms to better understand how it resonates across mediums. Microsoft Azure now will offer Adobe Experience Management service to facilitate improved customized web experiences at a lower cost.

“We believe the combined power of our technologies will allow enterprise businesses to harness their data in new ways, unlocking critical business insights and actionable intelligence,” said Scott Guthrie, executive vice president of Microsoft. “Together, we are delivering compelling and personalized experiences that will drive brand loyalty and growth.”

The partnership is the latest effort to provide retailers and brands solutions to better enforce campaigns and online shopping experiences to maximize sales and develop loyalty in an oversaturated market.

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